PROJECT An Unexpected Winter | CLIENT Hermès | SERVICES Production
Hermès Canada’s flagship store in Toronto at 100 Bloor Street West serves as a beacon for the brand throughout North America. To honor this exciting store opening, Hermès Canada set forward to host an after party like Toronto has never seen.
Jennifer Carter, president of Hermès Canada, contacted SenovvA’s Dave Crainford to provide strategic and tactical leadership for this high profile event. SenovvA’s role, together with the Jason Ray Design and Derooted agencies, was to work with the creative team from Paris to help realize their vision of an “ethereal environment.”
We provided the technical expertise, execution and management of the rigging, lighting, power management, audio, projection and LED, bolstered by our demonstrated ability to turn high-level concepts into an unforgettable reality.
Evergreen Brickworks in Toronto was transformed using more than 1000 pieces of custom designed, printed and cut pieces of fire-rated paper, ranging in size from 2’ – 8’ wide and more than 9’ tall. The print design was taken from a 4-painting series by renowned artist Jules de Balincourt. These papers were hung on a custom designed track system hanging from more than 1600 feet of truss.
In addition to the paper hang, a complex curved LED wall featured a digital mallet game, 5 distinct soundscapes and a 70’ theatrical scrim projection surface at the entrance. Here, patrons would see the video imagery, and strategically placed lighting would spotlight skaters who would appear from behind, in and out of the light to introduce the ethereal environment to come.
The cherry on top of this astounding event sundae was a guest appearance and performance by Hermès super fan Drake. It was a classic SenovvA project: conceptualizing and co-ordinating the execution of several complex creative and technical elements in order to create one uninterrupted experience of memorable magic, always with the event’s purpose at its core.
